Key insights into German and Flemish visitors

The key growth markets for tourism businesses in North Limburg are literally just round the corner. Germans and Belgians do not need to travel far to get away from it all. However, new research by NBTC shows that proximity alone is not enough: visitors must also be given a clear reason to come and to stay longer.

In the spring of 2026, NBTC conducted a survey of 3,758 international travellers to gauge their awareness, associations and intention to visit. For the neighbouring markets, Flemish people and residents of North Rhine-Westphalia and Lower Saxony were surveyed. All respondents had taken at least one multi-day trip abroad in the past five years.

Source: all the insights we share in this article are taken from the ‘Dichtbijmarkten in de focus’ study by NBTC from spring 2026.

What motivates people to take a multi-day trip abroad? Discovering a new city or destination tops the list, cited by 49 per cent of respondents. This is followed by relaxation and recharging one’s batteries at 46 per cent, escaping the daily routine at 39 per cent, and discovering history and heritage at 37 per cent. Gastronomy and local cuisine are an important reason for travelling for 36 per cent. Walking is mentioned by 34 per cent.

This list fits remarkably well with what North Limburg has to offer: varied natural landscapes, the River Meuse, historic villages, cross-border culture, cycling and walking opportunities, and local produce. The lesson for businesses is not just to sell a room, a package deal or an activity, but above all to sell the feeling of a short getaway. Think of a weekend where guests can go for walks, eat local food, visit a town and head home again without any complicated planning.

The province of Limburg does not need to start from scratch with visitors from neighbouring markets. According to the NBTC, Limburg has one of the strongest and most appealing destination profiles. Foreign visitors associate the province with, amongst other things, nature and the countryside, a convivial atmosphere, hospitality, food and drink, accessibility, tranquillity and relaxation.

The research report describes Limburg as an “accessible, convivial and relaxed destination with a distinct character of its own”.

The starting position is particularly strong in Belgium. In the Belgian market, only 5 per cent are unfamiliar with Limburg. Just over half of Belgian respondents have already visited the province. The picture is different among Germans: around a quarter have visited Limburg, whilst a relatively large group are only familiar with the province by name.

This means that Belgian marketing can focus more on brand recognition and repeat visits. German visitors, on the other hand, need to be enticed more strongly with concrete experiences: what can I do there, how close is it and why is it worth staying overnight?

As the largest city in North Limburg, Venlo has a clear profile, but that profile is still rather narrow. Shopping largely defines the city’s image. Accessibility, food and drink, a convivial atmosphere, the River Meuse, cycling and its location on the German border are also mentioned.

In total, 65 per cent of respondents are familiar with Venlo by name, 42 per cent know the city more than just by name, and 25 per cent have visited Venlo. Among those who are familiar with the city, the intention to visit for several days stands at 67 per cent.

The challenge, therefore, lies not solely in raising awareness, but in broadening the range of what’s on offer. As the report succinctly puts it: “Shopping is the gateway, but the quality of the stay, gastronomy, the River Meuse, cross-border culture, hospitality and short cycling or nature experiences must enrich the story.” Without that added depth, Venlo will remain primarily a destination for a day trip.

Businesses can work together to capitalise on this by linking a shopping trip to an overnight stay, a dinner, a cycle route or a nature experience. For example, a German couple visiting Venlo to shop could be enticed with a gourmet package and a morning’s cycling along the River Meuse.

The main source of inspiration for a trip abroad is still a friend, family member, acquaintance or colleague: 44 per cent are inspired by this. Previous visits follow at 32 per cent, travel programmes and documentaries at 30 per cent, and social media at 29 per cent.

When it comes to practical planning, people mainly search via Google or Bing. Regional and city websites are also important, as are accommodation websites and reviews from other travellers.

This makes the practical brief clear: ensure the offering is easy to find, attractive and multilingual. Create shareable experiences, encourage reviews and give previous visitors a reason to return. German and Belgian visitors are close by, but will only choose North Limburg if the offering is easy to find, clearly defined and attractively packaged.